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MobileMonday Switzerland - The future of the printed guidebook 2013
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MobileMonday Switzerland - The future of the printed guidebook 2013

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  • Whatis the future of printedguidebooks?
  • The guidebook toting traveller
  • International roaming and data usage is not yet covered under most data plans.But Wi-Fi is available in many international airports, hotels and restaurants to browse the Web or check email. 
  • In 2007, combined U.S. sales from the big five travel publishers that represent over 80% of the market (Frommer’s, Dorling Kindersley, Lonely Planet, Fodor’s, and Avalon’s Moon/Rick Steves) were just over $125 million, according to Stephen Mesquita’s “World Travel Guides Market” report for Nielsen BookScan. The following five years were tough, to say the least: By 2012 combined sales had dropped nearly 40% to $78 million.It’s a similar story in the UK where the combined sales at the seven largest publishers dropped 46% between 2005 and 2012.
  • Frommer's US sales dropped from $34m to $18m between 2006 and 2012. Lonely Planet's dropped from $25m to $18m over the same period
  • Google purchased Frommer’s Travel and Unofficial Guides from Wiley & Sons in August 2012 for $22 million. In April 2013 it discontinued the printed guides and sold the brand back to its founder Arthur Frommer.
  • Whois the culprit?Wikivoyageaims to be the biggesttravel guide on the internet with user-generated content.
  • Tripadvisorranksamong the top 200 websites in the world.
  • Air BnB to findhomestaysOn averagetravellers use 8 different sites to plan theirholidays.HoweverThe value provided by a well-researched guidebook is precisely why their buyers are willing to pay the extra few dollars for curated content. Accurate, quality content and information is always in demand
  • The entire contents of the In Your Pocket guides are online since 1995Since 2000 youcandownloadeach guide a a free PDF
  • In Your Pocket iscurrently publishing 75 guides in 22 countrieswith a total print-run of over five million guides published each year
  • In 2010 In Your Pocket developedourown iPhone app
  • All the guides
  • What are the advantages of the printedGuidebook over the smartphone?It doesn’t run on batteriesIt has a flexible user interfaceIt has an easy to use off-line navigation system, a.k.a. a map [show the map]It supports natural handwriting and easy not takingIt can serve as a voice amplifier, [megaphone]It can serve as a sunshadeIt has a built-in human powered fanIt is literally unbreakable in case you drop itIt is almost water-resistantAnd… it can come in handy in emergencies [ripping out a page, wiping butt]How could this product ever disappear?
  • I hope you got the picture:Video didn’t kill the radio,YouTube didn’t kill TVThe smartphone will probably not kill the printed guidebooks.They might come in different formats and packaging…But expert-curated travel content is here to stay.
  • Thank you very much
  • Transcript

    • 1. EVIDENCE -BASED COMMUNICATIONSWhat is the future forprinted guidebooks?
    • 2. EVIDENCE -BASED COMMUNICATIONS
    • 3. EVIDENCE -BASED COMMUNICATIONS
    • 4. EVIDENCE -BASED COMMUNICATIONSU.S. Travel GuideSales droppedby 40% over 5yearsUK Travel GuideSales droppedby 46% over 7years
    • 5. EVIDENCE -BASED COMMUNICATIONSUS Travel Book Sales 2006 - 2012
    • 6. EVIDENCE -BASED COMMUNICATIONSAugust 2012:Google buysFrommer’s for$22 millionApril 2013:Google stops the presses
    • 7. EVIDENCE -BASED COMMUNICATIONS
    • 8. EVIDENCE -BASED COMMUNICATIONS
    • 9. EVIDENCE -BASED COMMUNICATIONS
    • 10. EVIDENCE -BASED COMMUNICATIONSIn Your PocketFounded: May 1992
    • 11. EVIDENCE -BASED COMMUNICATIONSIn Your PocketOnline since 1995
    • 12. EVIDENCE -BASED COMMUNICATIONS75 In Your Pocket City Guides in 22 countriesTotal print run: over 5 million copies
    • 13. EVIDENCE -BASED COMMUNICATIONSIn Your Pocket on Scribd
    • 14. EVIDENCE -BASED COMMUNICATIONSIn Your Pocket – In Your iPhone
    • 15. EVIDENCE -BASED COMMUNICATIONS
    • 16. EVIDENCE -BASED COMMUNICATIONS
    • 17. EVIDENCE -BASED COMMUNICATIONSIn Your Pocket on Facebook
    • 18. EVIDENCE -BASED COMMUNICATIONSLjubljana In Your Pocket on Facebook
    • 19. EVIDENCE -BASED COMMUNICATIONSLviv In Your Pocket on Facebook
    • 20. EVIDENCE -BASED COMMUNICATIONSIn Your Pocket on Twitter
    • 21. EVIDENCE -BASED COMMUNICATIONS
    • 22. EVIDENCE -BASED COMMUNICATIONSIn Your Pocket on foursquare
    • 23. EVIDENCE -BASED COMMUNICATIONSThe Advantages of the Printed Guidebook• It doesn’t run on batteries• It has a flexible user interface• It has an easy to use off-line navigation system, a.k.a. map• It supports natural handwriting and easy note-taking• It can serve as a megaphone• It can serve as a sunshade• It has a built-in human-powered fan• It is literally unbreakable in case you drop it• It is almost water-resistantHow could this product ever disappear?• And… it can come in handy in emergencies
    • 24. EVIDENCE -BASED COMMUNICATIONSDid you get the picture?
    • 25. EVIDENCE -BASED COMMUNICATIONSThank you very muchMatthias Lüfkens@Luefkens @B_M @InYourPocketmatthias.luefkens@bm.com

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